© BabyCenter, LLC. Confidential. All rights reserved. · The Disconnect Between Moms and Marketers, April 2016. Report Methodology 4,811 pregnant women and moms recruited in 7 different

© BabyCenter, LLC. Confidential. All rights reserved.

© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.

Mind the Gap The Global Disconnect

Between Moms and

Marketers

April 2016


UK

India

Canada

Spanish Language

US

Germany

Australia

Brazil

France

Middle East

Malaysia

Source: BabyCenter 21st Century Mom® Insights Series, Mind the

Gap: The Disconnect Between Moms and Marketers, April 2016.

nternal BabyCenter Data.

BabyCenter around the world

Reaching 45MM moms online globally

– 11 global properties, 9 different languages

Every 6 seconds, a new mom joins BabyCenter


Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:

The Disconnect Between Moms and Marketers, April 2016.

Report Methodology

4,811 pregnant women and

moms recruited in 7 different

countries/regions

1 on 1 conversations to

uncover deeper insights in

Canada, UK and US

In-depth Survey 1:1 Interviews Social Listening

Conversations in the

BabyCenter community

to track specific trends

US (n=501)

Recruited through

Research Now

Brazil (n=537)

Recruited through

site intercepts

Canada (n=1,117)

Recruited through

Research Now

UK (n=1,067)

Recruited through

Research Now

Germany (n=644)

Recruited through

site intercepts

Middle East (n=525)

Recruited through

site intercepts

India (n=420)

Recruited through

site intercepts and

Community

Country flags used:

Brazil

Canada

India

UK

US


Perception vs. Reality

A Brand New

Buying Experience

Winning with Moms

Around the World

CHAPTERS





Perception vs. Reality

•Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect

Between Moms and Marketers, April 2016.


CHAPTER 1


Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect

between Moms and Marketers, April 2016.

How she feels during pregnancy

30% 13% 50% 55% 63% 32% 21% 37%

Beautiful Fit Anxious Emotional

Q: Which of the following words do you use to

describe yourself / do advertisers portray you?

(global survey data)

Pregnant

Brand portrayal

When you see a makeup commercial and it’s all airbrushed it doesn’t make you want

to buy the makeup. Nobody wants to see perfection. – Caroline, babycenter.co.uk

+113%

+137%

+143% +50%


26% 14% 42% 56% 60% 43% 21% 30%

Beautiful Fit Anxious Emotional



How she feels as a new mom

Adverts for baby milk irritate me. There’s no screaming or crying at bottle time. That is not a

realistic example of when a baby is starving hungry. – Natasha, babycenter.co.uk

Moms

Brand portrayal

+134%

+208% +105%

+86%


describe yourself / do advertisers portray you?





Life-stage deepens the disconnect

% that agree advertisers portray them realistically


Pregnant

19% Moms

15% Gap

-21%


56% 30% 34% 35% 34% 18% 14% 19% 8% 19%

Brazil Canada India UK US

Moms

Brand portrayal

Global comparisons reveal greater gaps in some countries


describe yourself / do advertisers portray you

as a mom?

“Anxious” (among new and expectant moms)

+211%

+114% +79% +337% +79%


The Disconnect between Moms and Marketers, April 2016.




Spotlight on Brazil Local concerns play an enormous role

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Q1'15 Q2'15 Q3'15 Q4'15 Q1'16

I'm terrified of the Zika virus, and

doing research, I learned about

other viruses and infections that

can harm my baby.

– Fernanda, brasil.babycenter.com

Num

ber

of

convers

ations

+19% vs. March 2015

Anxious

Over 7,000

conversations about

Zika in the last 6 months

Zika


Worldwide, brands are portraying moms as beautiful, but they don’t feel that way

Q: Which of the following words do you use to describe

yourself / do advertisers portray you as a mom?

38% 24% 26% 13% 29% 63% 63% 72% 66% 54%


“Beautiful” (among new and expectant moms)

+66% +162%

+177% +408%

+86%

Moms

Brand portrayal

Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:



Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect between Moms and

Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, 2015 State of Modern Motherhood Report.

Spotlight on UK

Moms feel enormous pressure to be perfect

3 in 4 say it’s important to be the “perfect mom”

How she

describes

herself

How she

describes the

“perfect mom”

29% 4% Sexy /

beautiful

Physically

fit &

healthy 62% 29%



A Brand New Buying

Experience


CHAPTER 2

Source: Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:



Motherhood shifts purchasing criteria

51%

31% 43% 36% 40%

36%

51% 42% 50% 48%


Very much

Somewhat

85% of moms have changed their purchasing

criteria since starting a family

Around the world …




Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern

Motherhood Report, co-sponsored by IAB, February 2015.

Spotlight on US

The shift happen across multiple categories

Percent of moms who changed criteria

63% Groceries/Food/Bev

Apparel/Accessories/Shoes

Cleansers/Detergent 52%

48%

42%

41%

35%

Personal Care/Cosmetics

Financial Services

Consumer Electronics


Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood

Report, co-sponsored by IAB, February 2015.

Spotlight on US

Moms change their personal care products

Katie, 30

L Chicago, USA

Before

Pregnancy

During

Pregnancy

Five Weeks

After Baby

6+ Weeks

After Baby




The top three priorities are universal

% that consider it somewhat or very important


Quality

93% Safety

90% Ease of use

89%


69%

42%

Global nuances do exist for other priorities

Everyday low prices

Easy to find in store

75% 65%

80%

Is socially responsible 66%

Developed

countries*

Developing

countries*

* Brazil, India, and Middle East

* Canada, Germany, UK, and US

Q: Thinking of your favorite brands, how important are the

following? (somewhat / very important)






Winning With Moms Around the

World

CHAPTER 3




Bridge the

disconnect

Moms want to feel

seen, heard, and

understood



When moms feel good about

a brand …

3 in 5 bring it up in conversation

83% make a repeat purchase

(global survey data )


How moms moms around the world manifest brand loyality

Canada

55% sign up for

rewards or newsletters

US

46% leave an

online review

UK

4 in 10 sign up to

receive vouchers

or newsletters

Brazil

4 in 10 follow brands

on social media

India

42% text their friends

about the product




7 in 10

moms globally say it’s important

for a brand to understand what

it’s really like to be a mom

I didn’t know why my baby carrier had

this extra layer of fabric but then I

realized the baby chews on it and I can

just wash the extra layer of fabric

without washing the whole thing.

– Jiyoung, babycenter.ca

Embrace the real

motherhood

She rewards brands

that understand her





Some global nuances

80%

60%

78% 72%

68%


Around the world, moms say it’s important for a brand

to understand what it’s really like to be a mom…




Go mobile to get

her attention

Moms and mobile

are attached at the

hip

9 in 10

moms globally own a

smartphone

It's just not convenient to sit in front

of the laptop to do what I need to

do. I feel like I pay more attention to

my kids if I can do something quick

on my phone vs. sitting at the laptop

and doing it.

- Stephanie, babycenter.com

(global survey data - among online respondents)




Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Global Disconnect between Moms

and Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, Global Media Mom Report, 2012.

Mobile is essential in her life

25%

58%

19%

72%

65%

94%

93%

94%

90%

93%

Brazil

Canada

India

UK

US

+276%

+60%

+395%

+25%

+43%

2012

2015

Smartphone ownership/frequent usage (among online respondents)


Give her tools,

not toys

Showing (and telling!)

inspires confidence



The first time we used our stroller it

took us 30 minutes to collapse it. It

would have been helpful if the

instructions would have been attached

to the stroller.

– Jiyoung, babycenter.ca

50% of moms globally say

brands that show them how

to use a product help them

feel ready for motherhood



Some global comparisons

60%

40%

50% 44%

62%


% of moms who want brands to show them how to use

a product / have a demo around the world…




Make online

reviews an

essential part

of your strategy

Moms are crowd-

sourcing opinions



9 in 10

moms globally agree online

product reviews are

influential when purchasing

children’s products

It doesn’t matter if I’m buying bottles or

clothes or big things like sterilizers, I

always read loads of reviews first

before I commit to buying.

– Chloe, babycenter.ca

(global survey data - among online respondents)


Parent recommendations and expert reviews carry weight

Q: What can brands / manufacturers of products do to help

first-time new moms feel more ready and prepared?

55%

19%

43%

20%

30%

67%

53% 52% 52%

69%


Feature expert reviews

Feature mom reviews




For more information, contact:

[email protected] (US)

[email protected] (Canada)

[email protected] (UK & Other Markets)

mailto:[email protected]



Documents

© BabyCenter, LLC. Confidential. All rights reserved. · The Disconnect Between Moms and Marketers, April 2016. Report Methodology 4,811 pregnant women and moms recruited in 7 different